Motive lands pounds 3m MoonFruit.com account

Motive Communications has scooped the media planning and buying business for MoonFruit.com, the online website-building toolkit.

Motive Communications has scooped the media planning and buying

business for MoonFruit.com, the online website-building toolkit.



The agency landed the pounds 3 million account following a three-way

pitch against New PHD and BMP OMD.



MoonFruit is to be promoted across a variety of media. John Owen,

Motive’s head of digital services, will head a team of two for the

online planning and buying. Offline work will be handled by group

director Peter Edwards, who will oversee a team of three.



Owen said the agency was keeping an open mind about the strategy for the

campaign. ’The campaign will roll out from mid-March, but we will

probably be spending consistently over a 12-month period rather than

going for the traditional model of a big launch supported by a smaller

follow-up,’ he said.



Moonfruit, which launched on 20 January, uses Flash 4 software to enable

users to set up their own websites.



Visitors to the site can also use it as a portal to access pages created

using the MoonFruit software.



MoonFruit is hoping to create large online communities, linked through

its site. All pages created using the Moonfruit technology will carry

ads, which will run across the base of the page. The company expects to

place advertising on five million pages by August 2001.



MoonFruit also aims to launch the site in Europe by mid-2000. It has

secured financial backing from Bainlab, the internet investment arm of

management consultancy Bain & Company.



Creative work for the UK campaign is through Bartle Bogle Hegarty.



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